Recession had not helped Aldi sales. Consumers were returning to brands they trusted which Aldi did not sell. The objective was to get back into double figure growth. This paper explains how Aldi applied a martial arts technique - harnessing and redirecting an oncoming force to its marketing communications. The ‘like brands’ campaign was unusual in a number of respects. It targeted Aldi’s least loyal customers and positively endorsed brands that Aldi did not sell, which grew market share by 43% and delivered a ROMI of 14.5:1.